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Client/Background
Saint Francis Medical Center is a 280-bed facility in Cape Girardeau, Mo., that serves more than 650,000 people throughout southeastern Missouri and portions of Illinois, Kentucky, Tennessee and Arkansas.

Project

• Create regional awareness of National Breast Cancer Awareness Month (October) and the importance of breast health
• Announce renovation and expansion of Womancare, Saint Francis’ comprehensive breast center
• Support partnership with Southeast Missouri State University and the Dig for Life program, which provides free mammograms for women who could not otherwise afford them

Strategies

Saint Francis reached out to regional consumers, medical professionals, patients and Medical Center employees with the following tactics:

• Development of a “Pink Up Cape” logo, which was integrated across all campaign pieces to serve as a unifying element
• Creation of a “Pink Parade” video, which was used as a television spot, played throughout the Medical Center and disseminated as a viral video on:
  • Saint Francis website
  • Saint Francis Facebook and Twitter pages
  • Local media outlet websites
• Lighting the exterior of the Medical Center building and fountains with pink lights
• Pink light pole banners for the 100+ poles on the Medical Center campus
• Partner with the local university and its women’s volleyball team to raise funds for free mammograms for community women who can not afford them
• Various employee communications
• News conference and mayoral proclamation of October as Pink Up Cape Month
• Outdoor boards
• Print ads for physician and consumer publications
• Gift bags with pink apparel and key Pink Up Cape messaging delivered to local TV news anchors
• Website ads
• Saint Francis website was made predominantly pink for October
• Food tray liners for patient trays and the Medical Center’s restaurant
• Pink gloves were used for all patient care and housekeeping
• Special events for women, the community, and cancer survivors and their families

Results

• Overwhelming positive feedback was received from employees, patients, cancer survivors and the community
• Womancare was booked solid with appointments for current and upcoming months
• Donations for Dig for Life increased by 31 percent from the previous year
• Relationship strengthened between the Medical Center and local university